In 1987 my partner Lionel and I wrote a paper called "Fat Video" which looked forward to a time when hyperlinks in video could be used to embed or link to various kinds of information. We were particularly interested in the educational applications at the time but the advertising implications were also obvious. So today (red wine lover that I am), I ran across a video on how to serve wine that allows you to click on the products you see and buy them from various sites. It's called Overlay TV and while it's clunky it gives you a fair representation of the next phase of online advertising. What is interesting is that anyone can create overlay links from their own videos, YouTube movies or machimas or TV trailers. And of course we shouldn't overlook the educational potential as well. Thank god you can switch it off if it annoys you.